Friedman Strategy Group

How offering too many choices is hurting your sales

Consumers often claim they want greater selection, but research shows the more choices we have the less likely we are to reach a decision.

Take a Columbia University study that tested supermarket sales when the number of jams on display was either 6 or 24. Consumers spent more time looking through the larger selection, but surprisingly,
sales were 10 times stronger when they had fewer options to choose from.